For the past two years and more, corporations with racist names and logos have been widely taken into account, many of which have responded through brand conversion. Aunt Jemima replaced her name. The Washington football team replaced his name. But the height of customer anger hasn’t fallen on every corporation. And while some who have moved away from public firestorms have preemptively made changes, others seem to expect the negative reaction not to happen. . One specific one stands out: Banana Republic.
The “banana republic” was originally invented by American O. Henry in a 1904 novel to describe a flawed and politically volatile fictional nation, encouraged through his reports living in Honduras. Over time, other people began to use the term to describe genuine Latin. The American countries, joined by Guatemala and the Dominican Republic, which had precarious economies and political systems, manipulated through U. S. agricultural interests.
The word “banana” refers to the fact that fruit is a main export of those countries. And historically, U. S. corporations, such as Chiquita and United Fruit, have exploited those countries’ low-paid labor to buy reasonable fruit; at times, those corporations even interfered in local politics, harnessing the strength of the U. S. government. The U. S. government to stage coups aimed at overthrowing democracy and making sure local governments continued with their agricultural empires. In other words, the United States has played a role in creating the volatile and impoverished situations in those countries.
The term is problematic because it sheds light on the destructive consequences of imperialism and because it was originally used by whites to denigrate emerging countries. Today, the “banana republic” is rarely used in everyday language in reference to any other country; politicians and journalists used it more to describe the United States after the Jan. 6 uprising. But even in this context, Latin American scholars discovered the term offensive because it “invoked mob violence and bloody chaos as the same old political culture. “the so-called ‘banana republics’. [and] is fostered through a century of stereotypes about Latin America created by the United States.
As this is an ancient fact difficult to understand, many other people are not aware of its original meaning. Example: Bo Hines, a Republican candidate for Congress, who said in a recent appearance on The John Fredericks Radio Show that calling America a banana republic is “an insult to banana republics across the country. “Of course, he was referring to the clothing brand, for which he was the subject of much ridicule.
“It’s the brand,” says Marcus Collins, a marketing professor at the University of Michigan and director of strategy at Wieden Kennedy. “Now, when consumers hear the words ‘banana republic,’ we no longer know the etymology of the phrase. This shows that branding has more force than education: when we hear the term, we do not think of the old reference, but of the store.
In the wake of the Black Lives Matter movement, when many brands were forced to acknowledge the racist origins of their names, it’s worth asking why Banana Republic, one of America’s best-known fashion brands, hasn’t yet done so.
Mel and Patricia Ziegler founded the logo in 1978, the so-called Banana Republic Travel
Of course, there are no safaris in South American countries that are sometimes described as “banana republics”. The Call and Aesthetics of British Colonialism in Africa with U. S. Imperialism in Latin America. “”European countries,” says Vann Graves, executive director of Brandcenter at Virginia Commonwealth University.
Fashion critics point out that the taste for “safari” has its roots in colonialism. Safari suits, which add jackets and trousers, or skirts, with utilitarian pockets, made of soft beige or khaki cotton, were the de facto uniform of British colonizers in Africa and “the insignia of the ruling race,” in the words of historian Margaret MacMillan.
In 1983, Gap bought Banana Republic and, in the following years, withdrew the company from the safari theme. His call was cut short to Banana Republic, and the garments evolved from safari garments to professional garments, such as cuts and directly dressed. “From the brand’s perspective, they did a smart job of moving it away from the original negative connotations, but it kept its call,” says Graves.
Then, in a twist, the logo returned to its roots in 2021 with the launch of a travel-inspired clothing collection, adding pieces reminiscent of original safari gear, such as khaki suits, desert boots, and wide-brimmed hats. Television commercials featured models. walking in a desert environment and flying in an old plane. The total crusade talked about the kind of tourism to emerging countries that the Zieglers had envisioned.
When we contacted Banana Republic about its call, the logo indicated that it had a different interpretation of the term “banana republic” than its origin. “Today, the call reflects our heritage, and while the term has many meanings, for us it has meant an imaginary and fictional world,” says Sarah Staley, head of communications at Banana Republic. Also, the logo doesn’t see any challenges with its origins as a logo that sold safari-themed clothing. “A year ago, BR reintroduced a new logo look, giving a nod to its heritage while reinventing itself for today’s modern world,” says Staley.
But even when O. Henry used the term to describe a fictional country, it wasn’t a compliment. And since he coined the term, other people have used it to invoke genuine countries, inhabited by black and brown people, whose lives have been negatively affected by Western imperialism.
Again, with consumers asking for so many brands in the few years since the killing of George Floyd and the Black Lives Matter movement, in opposition to allegations of names and logos evoking slavery, food brands Aunt Jemima and Uncle Ben’s have completely erased their names. Why are there no primary protests about its name?
One reason, Collins suggests, is that other people who are likely to be angry about the term banana republic don’t feel they have a voice. The concept originally referred to the population of Central America, but it can also refer to any poor, politically volatile and corrupt country that depends on agricultural exports. While black and brown Americans have begun to feel more empowered to communicate about racism over the past two years, immigrants from, say, Honduras and Guatemala, have not been as vocal. “other people more affected by this language are ignored and invisible,” Collins says. “Some are so marginalized that no one cares enough to beat the drum on their behalf. “
Graves adds that other people of color face racism on so many fronts in the United States that it can be difficult to have interaction in the struggle. “We are dealing with other people who are unfairly targeted by law enforcement; “he says. “A lot is happening. It sounds horrible, however, some other people just don’t think it’s their struggle.
And yet, Collins and Graves, both logo experts, say it’s only a matter of time before consumers keep Banana Republic in the fire. Many already know the history of the logo call and the origin story; others are now finding the original meaning of the term, thanks to Hines’ comments. It will only take a few consumers to express themselves before the logo faces a major PR issue. And it can profoundly damage logo dating with young people. Progressive consumers who need to align with logos that represent a percentage of their values.
Graves believes Banana Republic deserves to take the lead and speak directly to its consumers about its calling and how it deserves to replace it. “Today’s brands are aimed at building communities,” he says. with this factor not only with the other people around them, but also with their dissidents. Brands can avoid cancellation if they have a transparent conversation.
Elizabeth Segran, Ph. D. , is a senior at Fast Company. He lives in Cambridge, Massachusetts.
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